Influencer Session with Yakira Finkelstein

Socially Powerful interviewed beauty and SFX (special effects) influencer Yakira Finkelstein (@makeupbyyakiraa) who began her shapeshifting journey when exploring makeup for the Jewish holiday Purim. She started an Instagram account in 2017 and then expanded to TikTok, where she gained popularity. Yakira creates a wide range of makeup content, from glam to gore, and enjoys exploring creative possibilities. She uses TikTok and Instagram, with a recent focus on YouTube to share reviews, tips, and stories. Her approach to influencer marketing is based on authenticity, because she collaborates only with brands she truly believes in. Yakira values a balanced life by practicing Sabbath and aspires to become a full-time creator while launching her own makeup brand.

Yakira Finkelstein @makeupbyyakiraa

We caught up with beauty and SFX creator Yakira, who goes by @makeupbyyakiraa on TikTok. Check out what she has to say about the importance of a work-life balance, social media marketing, and how consumers want to connect with real people.

Check out the full blog for more!

1. When did your love for shapeshifting begin?

My love of shapeshifting began when I needed to find a costume for Purim. Purim is a Jewish holiday where we all dress up to simulate G-d being hidden throughout the Purim miracle but always there. So I was looking all over the internet on what I should be for Purim and I kept seeing different makeup looks. I was practising many different looks and then after Purim, I forgot all about it. Later in the summer, I found my old pictures and decided I was bored and wanted to create a makeup look. From that day, I fell in love with makeup and I created an Instagram account the next day!

2. Tell us about your background and how you started to build your following. 

Once I started creating in 2017 I never stopped. When I graduated high school, I spent a year abroad and took a little break from social media. Sadly the year got disrupted by COVID and I needed to go back home. When I got home my little sister introduced me to TikTok. The moment I got on the app I started creating more than ever. It was so nice to see my art being shared with the world again. Since then I have posted mostly every single day on social media.

3. Which platforms do you predominantly use? Which is your favourite?

The social media platforms I use the most are TikTok and Instagram! The past few months I’ve been starting on YouTube, which has been a big focus of mine. My favorite platform always changes, but I really enjoy YouTube recently because of the growth I’ve seen!

4. What type of content do you create, and which type works best for your audience?

The content I make is creative makeup looks and beauty in general. I range from glam and beauty to gore! Anything that I can create with makeup is what you’ll see on my page! I never stay in the same category for long because I love exploring everything. I feel like my audience enjoys seeing it all too.

5. How would you define “influencer marketing”?

I would define it the same way I would define any ads that you would see on TV or in the mail. It’s companies paying influencers to promote their products. It’s also very important for influencers because that’s how we earn an income.

6. Have you worked with brands before? How do you decide which brands to work with?

Most of the brands I work with send me their products. From that I decide if I want to use their makeup or not. If I’m tagging the brand that means I’m using their products. If I create an ad for a company that I don’t know, I do my research first. “Is this something that fits who I am?” “Is this something I would use?” Once I determine that, then I decide if I would work with them or not.

7. How do you think influencer marketing will change over the next 12 months?

Influencer marketing has changed so much over the past few years. I don’t know if I see it changing so much now but one can tell how involved it is in everything. The best way to market a brand in this day and age is social media. I think it’s going to be a very important part of marketing for years to come.

8. How has influencer marketing changed since you began working in social media?

The market has changed tremendously from when I started to now. When I started creating content it was more of a dream for me to ever be involved in anything like that. Now everyone wants to see real people giving their opinions and not just top celebrities. The world wants to hear from their peers and connect to them.

9. Do you use any software to help create and edit your content?

I’m very basic with editing. I use the tiktok app itself to create mostly every video I make. If I do use an outside app, I love InShot. It’s so easy to use and I can do it from my phone!

10. How do you balance your online and offline lives?

Balance has always been a little easier for me because I’m Jewish. Every Friday night until Saturday night I am off my phone. It’s my Sabbath, which is a day of rest. On Sabbath, I can’t use any technology. It’s a day to recharge and be with family. I really thank G-d for it because I know without it social media would take over my life. When I am out I’ll either post right away or pull out my phone once or twice to post and then put my phone away. I really like to be in the present and try not to be on my phone around people. My philosophy is if I wanted to be on my phone, I didn’t need to go out.

11. Which influencers inspire you?

So many influencers inspire me. KeilidhMua, Abby Roberts, Mady Kennedy, Tiffany from Glow up @illumin_arty and Mikayla Nogueira are a few of the names that come to mind. Every single one of these artists inspires me in different ways. Whether it’s from working hard, showing me the possibilities in this career or their talent. They each impacted me and I hope to be like them one day.

12. Where would you like to take your career as an influencer?

My goal is to be able to become a full time creator. This is what I love to do. To be able to create everyday and fulfil my passions would be a dream come true. Down the line I would love to create a makeup brand as well! I already have so many products in mind!